For the uninitiated, the brand is synonymous with the image of a logo. However, the brand is much more than a logo. So what is branding? “Branding is giving products and services the power of a brand” (Kotler & Keller, 2015). From this definition, it can be clearly said that the brand is much more than a logo, a website or a brochure.

In the past, nonprofits have adopted the branding concept primarily for fundraising purposes. Today, the brand has evolved beyond fundraising purposes and offers the following benefits:

1). Build trust

An effective branding strategy that communicates the impact of a nonprofit work builds trust. By sharing their ‘activities and progress, people realize the role the nonprofit plays in their’ community. With the trust earned, a nonprofit organization can easily gain support for its causes.

2). Defense / Expanded Base of Support

Once people become aware of the work of a nonprofit, it becomes easier for them to connect with your brand. Consequently, they not only become loyal supporters of the nonprofit organization, but they also become its advocates. This can serve the non-profit organization in many ways. For example, success stories shared on a non-profit organization’s social media page can be posted again by loyal followers and shared with their friends. Such activities have the power to expand the support base of a nonprofit organization, as a wider audience is reached through the act of sharing.

3). Greater financing opportunities

A strong brand improves the success rate of a nonprofit’s funding efforts. By creating a positive brand image, it is easier to interact favorably with donors and stakeholders alike.

4). Facilitates the formation of associations

A strong brand makes it easier for a nonprofit to forge meaningful partnerships. The ability to collaborate with other organizations enhances the ability of nonprofits to implement projects that have a broader scope / scope. This, in turn, creates a favorable perception for the nonprofit and influences its fundraising potential.

5). Reflects the identity of a non-profit organization

According to Nathalie Kylander & Christopher Stone (Spring 2012 Blogpost), a “brand embodies the identity of the organization, encapsulating its distinctive mission, values ​​and activities.” In essence, a carefully planned and executed brand image will convey the ideals of a nonprofit organization to its constituents and the general public in an effective way. It will help reflect the unique value proposition of a non-profit organization while differentiating it from other entities.

Therefore, its ‘constituents and the general public will be in a position to familiarize themselves with the vision of the nonprofit organization while keeping track of its’ achievements. As a result, the process of nurturing relationships with supporters (such as volunteers) and supporters of your ’cause while building your’ position will be vastly improved.

Developing a compelling and consistent brand is essential for a nonprofit organization as it builds trust among its audience, expands its support base, increases its funding opportunities, facilitates its ability to forge partnerships, and reflects its identity.

References:

Kotler & Keller: Marketing Management (2015), American Marketing Association (AMA)

Nathalie Kylander and Christopher Stone (Spring 2012). The role of the brand in the nonprofit sector[Blogpost]. Retrieved from https://ssir.org/articles/entry/the_role_of_brand_in_the_nonprofit_sector#bio-footer